Innocent verdict

The D&AD Awards ceremony took place last night, so the results are officially in. I was one of the judges in the Writing for Design category, where there were 13 in-books and 4 nominations. The only Yellow Pencil went to Innocent, for the latest refresh of their smoothie packaging.

I suspect it may get a reaction, including a few grumbles about how Innocent seem to be only story in town when it comes to writing – the equivalent of Apple in product design. Speaking only for myself, I thought there were two reasons why it should win, the first possibly less valid and the second much more valid.

The first is the Scorsese factor. Despite the perception that Innocent has already had its fair share of accolades, it has never previously won a pencil in Writing for Design – a strange oversight, considering it's the first brand everyone mentions when they talk about successful brands based on good writing. So I think there was a certain 'lifetime achievement' factor in the judges' thinking – it felt overdue. Like I say, probably less valid in terms of strict judging criteria, but relevant all the same.

The second reason is the work itself. This is where the Scorsese comparison breaks down, because he eventually won his Oscar for The Departed, a good film, but probably not his finest. This is one of Innocent's best pieces of work. It must get harder and harder to write good, convincing stuff when an increasingly cynical audience is looking for any excuse to write you off, and you're surrounded by countless imitators tiresomely attempting the same thing.

But Innocent have always done it much, much better. And they've moved things on by introducing some playful graphic and illustrative elements, like the copy that winds in circles, so you're shaking up the contents even as you read it. It's all carried off with the familiar winning charm that Innocent keep getting exactly right – and is much harder than they make it look.

If you're still in doubt, go and read it. There's probably a carton in a shop near you, or in your fridge right now. And that's a big thing in itself. Innocent have brought great Writing for Design right into the heart of everyday life, and created one of the outstanding business success stories of the last decade. Every writer should salute that success. And then go and write something completely different.

The other nominations included:

...some brilliantly executed packaging for a range of 'rockstar'-themed products, which in itself is testimony to the ground that Innocent broke years ago (but very different in the tone of its execution) – created by the Jupiter Drawing Room in South Africa.

... this great call for D&AD entries (one of a series by Tim Riley at AMV.BBDO), which several judges agreed had the greatest 'wish I'd written that' feel about it.

... and this beautifully produced Royal Mail Yearbook by Hat-trick Design and written by Jim Davies at Total Content. The great thing about this is the sheer love and care lavished upon it. It could have been a load of hastily produced blurb to go with the nice pictures and probably no one would have minded. But someone took the care to do it well, and that's what D&AD is all about.

Comments

Thanks for the post. I absolutely agree that Innocent should be saluted by writers everywhere. It's certainly a victory for warm, witty and engaging copy. But it's also a victory for all of us who think that good writing makes the world a better place. A well deserved award I think.